The spirited world of mixology

GSN: Backbar Review Dec. 17-21, 2012

Pernod Ricard will introduce a new Absolut vodka line extension, Hibiskus, in the U.S. next month. The new entry is a blend of hibiscus and pomegranate flavors that is geared toward the mixology segment but is also mixable in simple concoctions including only one other ingredient, the company says. Absolut Hibiskus is the latest in a line of innovations for the brand including, most recently, a sparkling wine and vodka blend called Absolut Tune, which rolled out in key U.S. markets in October.

Former NBA star Shaquille O’Neal will partner with Philadelphia-based Devotion Spirits to launch his own brand of vodka, Luv Shaq. Slated to roll out in April 2013, Luv Shaq will be coconut flavored, sugar- and gluten-free, and packaged in a bottle that features an image of O’Neal with giant wings. It will be positioned toward “image-conscious men and women who live active lifestyles,” according to Devotion CEO Drew Adelman, who told the NY Post that Shaq’s vodka brand will aim to compete with Diageo’s Cîroc but from a more accessible price point. Shaq previously had a tie-up with Beam Inc.’s C by Courvoisier, who sponsored the Shaq All-Star Comedy Jam’s tour across the U.S. this year and had a branded presence on stage at all performances.

Georgi vodka has brought back its candy cane-flavored extension in time for the holidays. The seasonal was first introduced in late 2011. In addition to its core Georgi vodka, the portfolio also includes an extensive lineup of year-round and seasonal flavor extensions, including Blueberry, Bubble Gum, Expresso Coffee, Popcorn, Watermelon and Whipped Cream, among others.

The Absolut Co. has redesigned the packaging of Frïs vodka in the U.S. Designed to reflect the brand’s status as the only freeze-distilled vodka, the new smoky grey bottle has a sleek design that is made to resemble a shard of ice and help the brand stand out on shelves. The new Frïs bottle is now available across the U.S. Pernod Ricard’s recent revamp of the brand ($10.99 a 750-ml.) also included a reformulation of the liquid this summer as well as the launch of three new flavors—Orange Freeze and Citrus Freeze were added this fall and Whipped Freeze is slated to appear in 2013.